From Farmer's Markets to Etsy: How to Sustainably Grow Your Craft Business

They say that the best way to build up your crafts business is to make sure people can find you online. After all, being able to have sales filter in through your phone every day is far more efficient than having to wait for every weekend when you set up your market stall.

But the transition from farmers markets to Etsy isn’t as straightforward as you may expect it to be. For starters, you’ll need to set up your own online shipping processes before they can be put into action. There are also additional expenses to budget for, like digital transaction fees and new types of insurance. So where’s the best place to begin?

In this article, we’ll outline exactly how you can grow your craft business sustainably – beginning with small local markets and ultimately bringing your crafts to a loyal, global market through the power of the internet.

Starting Small: The Power of Local Markets

If you’re just getting started, the best place to kick off your crafting business is within your own community. Farmer’s markets, artisan fairs, and local pop-up markets are key to building your business and bringing your wares directly to the people. 

While starting small may seem insignificant, this stage is crucial. Your personal connection to your local community will help build your following faster – and customers who know you will always be your most loyal. They will choose your creations for birthday gifts, recommend your business to others, and weave your crafting endeavours into the fabric of their lives. 

You will also benefit from receiving customer feedback in real-time. Think of this stage as market research that will improve both your product and your customer service skills – both of which are essential for scaling your business in the future.

Protecting Your Passion: The Basics of Business

One of the most important aspects of sustainable business growth is safeguarding your crafting business against the worst. Consider investing in market stall insurance so you can be protected from public and product liability, property damage and loss, theft and employee dishonesty, and breakdown of essential items like cash registers or EFTPOS machines.

It’s also an excellent idea to secure yourself and your business against any tax issues. Use a highly rated accountant or accounting software for self-employed individuals to ensure the government receives all necessary payments from your business.

Creating a smooth system for customer payments and communications will also protect your business. Ensure you have multiple payment systems for ease of transactions and social media accounts and emails that offer your customers a direct line of communication with you.

Scaling Sustainably: The Market & Beyond

When you feel confident and have a sufficient number of buyers, it may be time to expand! There are several expansion options to consider to sustainably grow your business. You could begin bringing your business to new markets, perhaps hiring staff to run stalls at markets in nearby cities. 

You may also look into selling your crafts wholesale to stores like gift shops, grocery stores, or toy stores. Look within your personal and professional networks to identify potential connections to these vendors and create an unforgettable pitch for your product. To really start scaling your business, read on for more information on creating an online store.

Creating an Online Store: The Power of the Internet 

The internet is an incredible and accessible space for those looking to grow their business. While there are many ways to create an online store, we’ll discuss two of the most popular options: Etsy and Shopify.

Etsy

Pros

There’s a reason so many people use Etsy to make money online. Etsy is straightforward to use, making it a great option for beginners or those who aren’t comfortable navigating complex websites. Etsy recommends products to people based on their shopping habits, and with millions of Etsy shoppers, you can potentially have access to a massive built-in audience. Another benefit for smaller makers is that Etsy takes a small fee from every item you sell, so there’s no flat fee to worry about if you go a while without sales.

Cons

Etsy has become increasingly saturated, meaning your business will be competing with thousands of drop-shippers who can sell similar products for significantly cheaper. The lack of customisation for Etsy storefronts may also deter makers who are looking to fully personalise their digital presence.

Shopify 

Pros 

Shopify gives each business its own website, so when someone lands on your page, you aren’t competing with other sellers. The platform offers solid analytics to get to know your customer base and provides multiple multifunctional apps that can simplify business. If you have a large customer base, Shopify’s monthly flat rate may actually be cheaper than paying a fee for every sale.

Cons

Though Shopify is great for mid-to-large-size crafting businesses, smaller creators may struggle to drive traffic to their site organically and need to use social media or online advertising, which can be costly.

With either option of Etsy or Shopify, however, you will still need to consider additional insurance coverage, i.e. shipping insurance. The costs for this new insurance cover may either replace your market stall insurance (if your market stall days are over), or be added on top of your existing market stall insurance cover for craftspeople who are looking to maintain a multi-channel sales approach splitting across farmer’s markets and digital markets.

Building a Loyal Community: The Power of People

Starting small and growing sustainably allows you to become the face of your brand. Treat people with respect and kindness, and they will want to support you. Once you expand, you can use trending audio and hashtags to bring in a new community of followers on social media from around the world. Engage with direct messages, comments, and emails to ensure your relationship with all customers is strong, even if you can’t see them. Respond to all reviews with an open mind and a good attitude to maintain trust with the audience you’ve built.

Final Thoughts

Growing a craft business is no easy task, but that doesn’t mean you need to go in blind. With these tips, you can bring your crafts from the stalls of your local street fairs to the world of the Internet. Remember:

• Start small to build a strong customer base, get real-time feedback, and improve your offerings – all foundational for when you scale your business.

• Protect your business with market stall insurance, a trustworthy accountant, multiple payment systems, and a seamless line of communication.

• Begin scaling your business by adding on new markets or selling your crafts wholesale to other local brick-and-mortar stores.

• Choose either Shopify or Etsy to suit your business needs as you expand your crafting to a global market.

• Build a loyal community by treating customers with respect and kindness and by engaging with all customers on and offline.